You mean actually trying and succeeding to improve it and keep it fresh?

No, I mean making pointless changes because some people made fun of the way the mask looked in The Avengers. It was damn near perfect, but some fans acted like the fact that his ears didn't stick out was some sort of travesty. So they made sure they did in the new costume, which looks even LESS like the comic book version than either of the two prior suits. Instead, it's modeled after some alternate suit that no one except a few diehard fans will recognize. They should have just stuck with what they had.